This comprehensive exploration of what works in campaigning is a practical ‘how-to’ guide for using the principles and strategies of effective campaigning as a new form of public politics.
How to Win Campaigns is a practical guide for creating and running successful campaigns. Written for the new campaigner and the experienced communicator alike, it explores what works (and what doesn’t) and shows how to use principles and strategy in campaigning as a new form of public politics.
Applicable to any issue and from any point of view, the book’s key steps and tools provide models of motivation, analysis and communication structure.
Campaigns are wars of persuasion. Use of communication is often the key to success or failure. By itself, public concern is rarely effectively focused: hence this book is mostly about how to use communication to enlist and focus the support of others. While there are lots of books about issues, this one is about the tactics and strategies of campaigning and communication, looking as much as possible at underlying principles. pg.2
This fully revised and updated second edition includes the following new features:
Campaign Master Planner
Political Checklist
Motivational Values
Behaviour Change
Campaigning and the Climate Issue
Dealing With Disasters
Using Celebrities
Being Interesting
Brainstorming
Visual Narratives
A Strategy For Values, Behaviour, Politics and Opinion
Emergencies
Tame and Wicked Problems
How To Tell If You Are Winning
Plus all new case studies on – new media and the Obama campaign, the smoking ban, chemicals and health and greening Apple computers.
Contents
Introduction
1. How To Begin
2. Communicating With Humans
3. Motivational Values
4. Campaign Research and Development
5. Campaign Plans
6. Organizing Campaign Communications
7. Constructing Campaign Propositions
8. Working With News Media
9. Keeping A Campaign Going
10. Old Media, New Media
11. To Do And Not To Do
12. The Bigger Picture Basic Campaign Checklist Case studies:
Climate Change Campaigning: The effect of starting conditions
Converting an Issue into a Campaign: The Case of WWF’s Chemicals and Health Campaign
Formative Campaign Research: The Undersea Obama Election Campaign: A New Media Case Study
Issues and Power Analysis: Greening Apple Computers
Note: This book has 2 editions.
1st Edition – 2005 as How to Win Campaigns: 100 Steps to Success.
2nd Edition – 2010 as How to Win Campaigns: Communications for Change
Watch Videos
Watch introduction to effective campaigning by Chris Rose as outlined in his book ‘How to win campaigns’.
